Your SlideShare is downloading. ×
0
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Marketing guidelines for EDEN Project Officers
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Marketing guidelines for EDEN Project Officers

357

Published on

Published in: Travel, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
357
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. EDENSMARTMARKETINGSTRATEGY71/G/ENT/CIP/13/B/N03S10 -Promotion of EDEN destinations andawareness raisingHow to meet the requirements ofthe Specifications sent to you by theEuropean CommissionGuidelines to prepare a killing proposal for theEDEN destinations awareness raisingcampaignprepared byAntonio Pezzano, EDEN Network Facilitator
  • 2. These guidelinesaim to provide aframework andpractical tips toProject Officersand EDENdestinations tomake the best useof EU funds forpromoting EDENdestinations._A VISION_A STRATEGY_A ROADMAP_SOME TIPS
  • 3. A VISIONTHIS IS WHERE WE CAN GET, IF WE ACT TOTHETHER
  • 4. By 2015, 1 MillionTourists will learnabout theEuropean HiddenTreasureEDEN destinationsand Project Officersjoin forces to make ithappenA VISION
  • 5. A STRATEGYTHIS IS HOW WE THINK WE CAN GET THERE
  • 6. We would like YOU toengage travel enablersso that they will sharetheir enthusiasm forEDEN destinations withtheir followersThe more tourists learnabout EDEN, the morelikely is to get them in ourdestinationsThe more travel enablers we engageand the more enthusiasm we are ableto trigger, the more the opportunitiestourists will learn about EDENdestinations .☛  Additional tourism flows (arrivalsand/or overnight stays)☛  Increased visitor expenditure☛  Change in seasonality patternProjectActivitiesOutcomeImpact☛  Long term relationshipswith travel enablers☛  More tourists knowabout EDEN☛  More involvement of the businessand people from destinations☛  To connect travel enablers totourism business from thedestinationsA STRATEGYWhat we wouldlike YOU to do…..and why
  • 7. Give a strong motivation totravel enablers to visit EDENdestination. Talk to their heartsMakethemfeelinggoodThey will engage withyour destination for everThe base of thisiconographic is byA STRATEGYA STRATEGYEngage tour operators, bloggers andjournalists
  • 8. Fam/StudyTripTourFairEdenSummitInvite and make happy touroperators, bloggers and journalistsThey will talk about youTips from EDEN Network AISBLA STRATEGY
  • 9. A ROADMAPTHSE ARE THE 7 BASIC STEPS TO MAKE TO GET THERE
  • 10. FOUNDGETREADYACT①  NTOs, RTOs and Destinations must build astrong long-term partnership.②  Destinations must have a social mediamanager③  Destinations must have a travel agentrepresentative④  Project Officers should support Destinationin preparing the EDEN KIT for marketingcommunication purposes.⑤  Project Officers, in collaboration withDestinations, should have EDENSTAT, abasic set of statistics to measure theirprogress towards raising EDEN visibility⑥  Project Officers should help Destinations insharing marketing communication infowith travel enablers on line⑦  Project Officers should help Destinations inmeeting travel enablers by organizing FAMtrips, facilitating Workshops in Tourismtrade Fairs, and realizing specific eventssuch as EDEN Summit.A ROADMAP
  • 11. What is a strong long term relationship?For example……National Tourism Organizations and Regional TourismOrganizations have either the Hidden Treasure section/product in their on-line platforms or support a specificplatform.The national tourism network is in place and is (alsofinancially) supported by NTOs and RTOs.Destinations are supported financially to paymembership fees of the EDEN Network Association.A ROADMAP
  • 12. What is a social media manager?A person able to manage the EDEN social mediacampaign. Duties include:q  managing presence in social networking sitesincluding Facebook, Flickr, Pinterest and other similarcommunity sites, posting on relevant blogs, andseeding content into social applications as needed.q  Monitoring and measuring the impact of socialmedia projectsA ROADMAP
  • 13. What is a travel agent?A person or a company ableq  to talk with tourists and travel enablers about thedestination, the mode of transportation, travel dates,financial considerations, and accommodationsrequired.q  to plan, describe, arrange, and sell itinerary tourpackagesq  to provide brochures and publications containingtravel information, such as local customs, points ofinterest, or foreign country regulations.A ROADMAP
  • 14. What is the EDEN KIT?Electronic Brochures (i.e in pdf) inEnglish, page in Visiteurope.comStoriesVideosInspiringPicturesA set of basicinformation onEDENdestinations
  • 15. Impact• Basic statisticson arrivals,nights, beds• Business surveyOutcome• Travelenablersassessment• On site surveyProjectactivities• Records• PicturesWhat is the EDEN STAT?A set of toolsto monitor theeffectivenessof themarketingcampaignA ROADMAP
  • 16. What are tools for sharing marketing communication info?Our goal is to have at least a updated facebookpage in englisn for all EDEN destinationsA ROADMAP
  • 17. Where destinations can meet Travel Enablers?The travel agentof an EDENdestinationmeets travelenablersBusinessesmanagers andowners of EDENdestinationsmeet travelenablersTravel enablersvisit EDENdestinations andmeet businessesas well aspeopleWorkshops atTourismTrade FairsEDENSUMMITFAMTRIPA ROADMAP
  • 18. TIPSTHESE ARE SIMPLE AND PRACTICAL TIPS TO GET EASILY THERE
  • 19. Which segments?Families with olderchildrenFamilies with youngchildrenMature couplesGroups of friendsSolo travellersYoung couplesFrom where?Domestic: from whatregions/cities do theycome from?International: whatare the three mostimportant countrieswhere would you liketo invest?Before selecting the travel enablers,focus on the right markets for the EDENdestinationsSOME TIPS
  • 20. Focus on the biggest marketsInternationaltravellerspotentiallyinterested inemergingdestinations100 = 18 million travellersPoland3%Spain3% Sweden5%Denmark5%France5%Belgium6%Italy7%Netherlands8%UK26%Germany32%Eden Network Association ASIBL, 2013SOME TIPS
  • 21. M a k e s u r e t h a t e a c hdestination has1 picture > 1,000 words A very good story to tellSOME TIPS
  • 22. Picnic on thebeach, sunset inEdenPlan to arrive around 11 am at the beach, the tideis so far out that there are hundreds of tiny rockpools waiting to be explored — a perfectwelcome for a bunch of big kids! In no time youwill find yourself splashing in puddles, leaping overtide pools and sucking meat out of crab legs likeexcited kids on a field trip. After a full day’ssplashing, the winter sun will go to sleep early andwill grace you with an impromptu sunset that leftenough light in the sky to make our way home.38 km travelled25 rock pools explored1 beautiful sunset observedIsWhat youtake homeSOME TIPSAn example of a picture with a good storyadapted fromhttp://mediacentre.canada.travel/media/story-ideas
  • 23. High quality brochures (available also in pdf) with beautifulimages inspire travel enablers to support EDEN destinations asholiday locations.Brochure must be easy to follow. A lot of pics and short text aremore effective. Provide a lot of white space (around images,big and effective fonts).Include general information about population, size of the area,climate, lifestyle and geography. This will set the scene.In case you plan to suggest Itineraries, please allow forflexibility and independence (have a variety of lengths andoptional extras) and do not forget to add a map!SOME TIPSHow to prepare an effective electronic brochure
  • 24. Remember: the front cover is your main message. It motivates yourreader to pick it up.Few large images are more effective than many small images.Show spectacular landscapes whenever you can.Use images that are suitable for your target market. For example clientsfor group tours are likely to relate more to an experience that showsgroups.Include people in your images, so that readers can ‘put themselves inthe picture’. Images with people participating in activities convey afeeling of fun, excitement and involvement.Colour is important. Too much blue and white can look cold;counterbalance blue with warm or golden tones.SOME TIPSHow to prepare an effective electronic brochure
  • 25. ›  A set ofprofessionalpictures showingthe “soul” of yourdestinations›  General andusefulinformation fortraveling›  Amazing storiesof things touristscan do in theirvacationEDEN KITTHE FACILITATOR IS HAPPY TOPROVIDE YOU WITH A TEMPLATESOME TIPS
  • 26. ›  Have ready anexcel file to recordyear arrivals, nights,bed and n. ofaccommodationestablishments›  Prepare aquestionnaire to pollviews of businessesin destinations›  Assess what are themost relevant travelenablers for yourdestinationsEDENSTATA SET OF TOOLS TO ASSES ANDMONITOR THE CAMPAIGNEFFECTIVENESSSOME TIPS
  • 27. Arrivals Nights Beds in hotel Beds in othertype ofaccommodationUnit of self-cateringaccommodationDestination ADestination BDestination CCollect basic data in 2013 (baseline), 2014, 2015Contact the EDEN Network facilitator to get the templateSOME TIPS
  • 28. Involve the business community of the destinations and ask them fewsimple questions at the beginning (baseline) and at the end of theprojectContact the EDEN Network facilitator to get the questionnairetemplate and tips on methodologySOME TIPS
  • 29. Travel Media• Followers on twitter• Facebook fans• Circulation• Readers•  Website statisticsTour Operators• Clients• Catalogue readers• Website statisticsMarket fit• To what extentthe travel enableris effective on thetarget markets?Tour Operators• To what extentthe travel enableris able to deliverthe propermessage to themarket?Assess the travel enablers to evaluate who better fits your strategyStrategic Fit Potential reach assessmentContact the EDEN Network facilitator to get additional informationSOME TIPS
  • 30. ›  Support EDENdestinations indescribing their bestpractices accordingthe VISTAS template›  Share the bestpractices usingnational TV andnewspapers›  Ask the Facilitator formore info.VISTASA PROJECT TO USE THE BESTPRACTICES OF EDENDESTINATIONS AS A POWEFULLTOOL OF PUBLICITY AT GLOBALLEVELSOME TIPS
  • 31. Which target market are interested inA list of travel enablersSuggested project ActivitiesHow to involve the business community (surveys and projectactivities)Consult withdestinationsDraft and ReviewSubmit theproposal to EUPreparatory workStart the projectactivities inNovember 2013Draft the proposal, send it todestinations for comments andapproval before submitting it to theEuropean Commission on 14/06/2013Collect the basic statisticsConduct the baseline surveysAssess in depth the travel enablers listPrepare the basic toolsSOME TIPSREADY?

×